NEW YORK (TheStreet) -- Shares of Viggle  (VGGL) soared 27.97% to $4.72 in morning trading Tuesday after the entertainment marketing and rewards company announced a marketing partnership with HGTV.

The companies designed the 15-month partnership to "increase audience adoption" and "enhance HGTV viewers' experience" via exclusive points and rewards for engaging with the channel through Viggle platforms, which include the Viggle app, Wetpaint.com, and Viggle Reminders.

"We're thrilled to partner with one of the leading cable networks to offer engaging experiences and rewards for their top viewers," said Viggle President and COO Greg Consiglio.

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"We are constantly seeking innovative ways to make the TV experience more engaging and rewarding and this partnership exemplifies those goals on several levels," he continued. "HGTV's content is perfectly aligned for us to create unique promotions across the Viggle platform and our newly announced publisher tools will help fans of these shows to never miss an episode."

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More than 5.7 million shares had changed hands as of 10:01 a.m., compared to the daily average volume of 1,371,970.

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